تاثیر وظیفه شناسی و برون گرایی در قصد استفاده مشتریان از مصرف مشارکتی: بررسی موردی تاکسی‌های اینترنتی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه صنعتی شریف، تهران، ایران.

2 مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه صنعتی شریف، تهران، ایران

10.22034/cbsj.2025.136116.2184

چکیده

امروزه اقتصاد مشارکتی و به‌ویژه مصرف مشارکتی به یکی از مدل‌های کسب‌وکار مرسوم در دنیا تبدیل شده است. صنعت تاکسی‌های اینترنتی به عنوان یکی از نمونه های مصرف مشارکتی، در دنیا و ایران با رشد قابل توجه مواجه بوده و به یک عرصه رقابتی تبدیل شده است. شرکت ها به منظور حفظ مزیت‌های رقابتی پایدار و جذب بهتر مشتریان نیازمند شناخت عوامل انگیزشی و محرک رفتار مصرف‌کنندگان خواهند بود. در این پژوهش به دنبال پاسخ به این پرسش هستیم که ویژگی‌های شخصیتی از طریق چه مکانیزم‌هایی بر قصد استفاده از مصرف مشارکتی تاثیر‌گذار خواهند بود. بدین منظور با استفاده از تئوری خودتعیین گری تاثیر دو ویژگی‌ شخصیتی برون‌گرایی و وظیفه‌شناسی بر قصد استفاده از تاکسی‌های اینترنتی از طریق مکانیزم صرفه‌جویی اقتصادی بررسی شد. این پژوهش از نظر هدف کاربردی و از منظر روش در دسته پژوهش‌های توصیفی قرار می‌گیرد که به صورت پیمایشی بر روی جامعه آماری کاربران تاکسی‌های اینترنتی شهر تهران انجام شده است. در این راستا بر اساس روش نمونه‌گیری بر اساس سهولت، ۱۶۶ پرسشنامه با استفاده از روش معادلات ساختاری مورد تحلیل قرار گرفت. نتایج تحقیق ما نشان می دهد که وظیفه‌شناسی از طریق متغیر میانجی صرفه‌جویی اقتصادی بر قصد استفاده از تاکسی‌های اینترنتی به صورت معنا داری تاثیر‌گذار بوده و تاثیر مستقیم آن بر قصد استفاده نیز تایید شد. لیکن تاثیر برون‌گرایی بر صرفه‌جویی اقتصادی و هم‌چنین قصد استفاده از تاکسی‌های اینترنتی تایید نگردید.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Impact of conscientiousness and extraversion on intention to use collaborative consumption: Special case of online taxis,

نویسندگان [English]

  • Hamidreza Lourak Agha 1
  • Shirin Aslani 2
  • Misagh Tasavori 2
1 Management, Graduate School of Management and Economics, Sharif University of Technology, Tehran, Iran
2 Management, Graduate School of Management and Economics, Sharif University of Technology, Tehran, Iran
چکیده [English]

Sharing economy, in particular, collaborative consumption has become popular in recent decades. Online Taxi, as an example of collaborative consumption, has also faced tremendous growth and a competitive market in Iran and the world. To attract and retain customers and keep their competitive edge, companies need to learn about consumers’ behaviour and their incentives. In this paper, we adopt the Self-Determination Theory and study the mechanism through which personality traits affect customers’ participation and engagement in collaborative consumption. We specifically focus on extroversion and conscientiousness as two different personality traits and see how these personality traits affect the consumers’ intention to participate in ride-hailing platforms through economic benefit incentives. In this practical study, we collected data through a survey targeting the statistical population of ride-hailing users in Tehran, employing the convenience sampling method. We analyzed 166 questionnaires using structural equation modeling. Our results demonstrate that conscientiousness significantly influences the intention to participate in collaborative consumption, both directly and through economic benefit. Additionally, the findings indicate that the impact of extraversion on consumers' intention to participate in collaborative consumption is not significant.

کلیدواژه‌ها [English]

  • sharing economy
  • extraversion
  • conscientiousness
  • economic benefit
  • consumer behaviour
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